How Video Brochures Educate Patients and Healthcare Providers

Healthcare companies regularly communicate information that people need to understand clearly. Whether it pertains to medical procedures, treatment options, healthcare services, medications, devices, new technology, or instructions, it’s imperative that the information is clear.

In many cases, simply handing out printed material isn’t enough.

Some people simply aren’t strong readers. Others may be more comfortable learning in another language, have difficulty concentrating on lengthy written materials, or prefer learning by watching videos.

To overcome those challenges, video communication is especially useful.

And to take it one step further, video brochures combine videos with printed information to give healthcare companies a way to educate patients, caregivers, providers, and other important individuals in a format that’s appealing and easy to revisit.

Healthcare Info Needs to Be Understood, Not Just Delivered

Giving someone information doesn’t mean they’ll actually understand it.

While patients may leave an appointment with printed materials, they may never read it. Likewise, medical professionals may receive brochures or product literature from pharmaceutical salespeople that compete with dozens of other demands on their time.

That said, video brochures tend to make information easier to absorb because their messages are delivered through video rather than print alone.

For example, instead of depending only on written explanations, healthcare companies can use:

• Narration
• Demonstrations
• Animation
• Graphics
• Interviews
• Patient stories
• Provider explanations
• Before-and-after examples
• Captions or translated versions when appropriate

When the objective is to provide important information, it’s helpful to present it in a way that’s easier for people to follow and remember.

Video Reduces Reliance on Written Materials

Written information will always have an important role in healthcare, but it shouldn’t have to carry the entire weight of the communication.

Patients vary widely in reading ability, language proficiency, preferred ways of learning, and attention span. Even strong readers may struggle to absorb important information when they’re anxious, distracted, dealing with compromised health, or trying to understand unfamiliar medical terminology.

However, video gives healthcare professionals another strong way to communicate the following:

• How a procedure works
• What a medical device does
• What patients should expect before or after treatment
• How a healthcare service is delivered
• How a new technology differs from traditional options
• Important preparation or follow-up instructions

For many people, that can make the information feel more consumable than several pages of text and motionless images.

Patients Can Share Important Information With Family and Caregivers

Healthcare decisions are often not made alone.

Patients may want a spouse, adult child, caregiver, friend, or other trusted person involved in understanding their options.

A video brochure can make that easier.

For example, instead of attempting to remember everything that was discussed during an appointment, a patient can take a video brochure home and let other important people hear and see the same core message.

Plus, the video can be replayed and shared with multiple people.

That gives family members and caregivers an opportunity to become better informed before asking questions or helping a patient make decisions.

It also helps reduce the possibility that important information becomes distorted as one person tries to explain it to another from memory.

Video Helps Healthcare Companies Deliver Consistent Messaging

Consistency is especially important since healthcare organizations need to communicate accurately.

To illustrate this, consider how common it is for different individuals to explain the same service or procedure somewhat differently. However, while printed materials can help standardize a message, video can enhance consistency by allowing an organization to present the same core explanation every time.

For instance, a carefully produced video can efficiently communicate:

• Approved product or procedure information
• Important benefits and limitations
• Preparation instructions
• What patients should expect
• Next steps
• Company-approved terminology and messaging

That can be particularly valuable when multiple employees, offices, or providers are communicating with patients.

Important note: Video should never be treated as a substitute for required disclosures, informed-consent procedures, interpreters, accessibility accommodations, or conversations with qualified healthcare professionals.

That said, when combined with written materials, video can help make important information clearer and more consistent.

Providers Can See Procedures, Products, and Technology in Action

Video brochures are highly useful when a target audience is healthcare professionals rather than patients.

Medical-device manufacturers, procedure developers, specialty healthcare companies, pharmaceutical organizations, healthcare networks, and other businesses often need to educate physicians and medical teams about something new.

To optimize how this happens, video allows them to show rather than only tell.

For example, providers can watch:

• Medical procedures
• Equipment demonstrations
• Technology in use
• Product applications
• Clinical workflows
• Patient experiences
• Before-and-after examples
• Explanations from other medical professionals

When a salesperson can’t immediately get enough time with a physician or office staff to make a complete presentation, that’s especially valuable.

Video Brochures Help Healthcare Salespeople Get Meetings

With our medical and healthcare clients, we’ve seen firsthand how video brochures help them get meetings with targeted prospects.

For instance, APYX Medical created Renuvion, an innovative procedure designed to tighten and rejuvenate loose skin without invasive surgery. However, even with such a compelling product, their salespeople were struggling to get meetings with dermatologists.

Fortunately, after they began using video brochures, their salespeople reported receiving callbacks “before we even got back to our office.”

IVX Health is another one of our clients who used video brochures to successfully expand into new markets.

In a Google Review for MediaFast, Abby Albers, one of their executives, wrote: “To introduce our company as we expand into new markets, we have distributed the amazing video brochures created by MediaFast to hundreds of medical professionals across the US. These video brochures have led to meaningful leads and helped us establish lasting relationships with offices that might not have worked with us otherwise.”

Those examples show that video brochures do help healthcare companies educate providers while also strengthening sales opportunities.

Video Is an Ideal Way to Reinforce Important Information

Decisions about healthcare should involve appropriate conversations with qualified professionals.

While video brochures aren’t designed to replace those conversations, they definitely can help make them better.

For instance, a patient who has already watched an explanation may arrive with more informed questions. A caregiver may better understand what is being considered. A physician may already know the basics of a new procedure or technology before meeting with a representative.

That means less time may need to be spent establishing basic context and more time can be devoted to questions, concerns, options, and next steps.

For healthcare companies, the real value of video brochures is that they help important information reach patients and providers in a format that’s easier to watch, share, and revisit than printed materials alone.

When information is important, it’s just as important to make sure people understand it.

If you’d like to experience a video brochure in person, click this link to request a FREE SAMPLE.